Your client would have to be Twisted to buy ad space that is hidden
somewhere its customers are not supposed to go.
That is what John Owen, head of Starcom Motive’s internet division
Starcom IP, Leticia Garcia, Starcom Motive media manager and John Baines
from creative shop Lateral, figured when they came up with a new-media
advertising gimmick for Levi’s Twisted range.
They pitched to Anne Bonew, direct-to-consumer marketing manager for
Levi’s Europe, and the result was an ad (the first of its kind) that can
only be seen when an internet user keys in a web address
incorrectly.’Levi’s only does things that are a bit different,’ said
Starcom IP digital media assistant Matthew Simpson. ’It doesn’t get
involved in banner advertising.’
The snappily-titled ’404 error message page campaign’ broke across the
Yahoo! Europe network this month, thanks to a deal brokered by Ruth
Brownlee, senior sales manager at Yahoo!
With a number of different executions, only one thing would seem to be
missing from this new way of profiting from other people’s mistakes -
apparently, it is virtually impossible to track page impressions.
Got a potential sale of the week? E-mail Lexie.Goddard@haynet.com.